WhatsApp and Instagram helped Belcorp digitize its sales model and expand its consultant base by growing within communities—starting with the women who power them.
In most neighborhoods across LATAM, cosmetic consultants are a familiar presence. Direct sales provide many women with flexible income opportunities—but the model hadn’t changed in decades.
Traditionally, consultants receive a paper catalog and sell by reaching out to friends, neighbors, and family. But Belcorp’s research revealed something crucial: While their behavior had evolved, the tools hadn’t.
Consultants were already using Instagram to promote products and WhatsApp to close sales—but they lacked the branded, effective tools to do it well.
That’s where we came in—with two key areas of disruption:
1. Recruiting with Representation: Belcorp’s recruitment ads were stuck in the past—showcasing only white, slim, blonde women as the face of their brand. But real consultants look different: they come from diverse, local communities.
Our strategy: reach out to real women with real influence in their neighborhoods. We made the consultants themselves the heroes of the story—relatable, powerful, and aspirational in their own way.
2. Reimagining the Sales Toolkit: Consultants didn’t need training—they needed better tools.
So we rebuilt their sales kits from the ground up, transforming outdated paper catalogs into digital content optimized for Instagram and WhatsApp.
We designed product galleries, shareable stories, product demo formats, and messaging templates that matched how consultants actually work—empowering them to sell authentically, on-brand, and on-platform.
By adapting the brand to consultants—instead of the other way around—Belcorp not only modernized its sales model, but strengthened its connection with the women who drive its success.
